Quality Function Deployment (QFD) Workshop

This three-day, hands-on workshop presents the QFD methodology, provides practical tips on how to effectively conduct QFD product planning, and uses a series of exercises involving actual product hardware to develop a practical understanding of how to use QFD to capture the voice of the customer (VOC), perform competitive analysis, develop a product strategy, and derive product requirements.

1. INTRODUCTION

  • Product Planning and Voice of the Customer
  • QFD Introduction
  • Basic QFD – The Four Phases

2. VOICE OF THE CUSTOMER – INPUT TO QFD PLANNING

  • First Step: Define the Target Market and Your Customers
  • Exercises: Market Definition and Product Positioning for a New Pocket Calculator
  • Kano Model and Types of Customer Requirements (Spoken and Unspoken)
  • The Importance of Capturing the Voice of the Customer (VOC)
  • Methods for Capturing VOC
    • Market Research – Primary and Secondary Research
    • Surveys and Effective Ways to Ask Questions
    • Exercise – Developing a Survey to Gather Customer Needs for a Pocket Calculator
    • Customer Interviews – Methods to Plan and Conduct Effective Interviews
    • Exercise – Developing an Interview Guide and conducting Interviews to Gather Customer Needs for a Pocket Calculator
    • Focus Groups – Advantages, Disadvantages, and Guidelines to Conduct a Focus Group
    • Observation – Ethnography, Contectual Inquiry, Empathic Design
    • Exercise – Observing the Use of a Pocket Calculator to Identify Unstated Needs
  • Creating Effective Statements of Customer Needs
  • Organizing Customer Needs with Affinity Diagramming
  • Creating a Customer Needs Data Dictionary to Fully Define the Need

3. PRODUCT PLANNING (HOUSE OF QUALITY)

  • Development of the Product Planning Matrix Based on Voice of the Customer
  • Customer Needs and Priorities
  • Competitive Assessment & Product Strategy
  • QFD Exercise 1: Organizing Customer Needs, Evaluating the Competition and Developing a Product Strategy (Team Development of a New Pocket Calculator Product )
  • Guidelines for Developing Technical Characteristics or Product Requirements
  • QFD Exercise 2: Developing Technical Characteristics for the New Product & Establishing Relationships with Customer Needs
  • Performing the Technical Evaluation and Setting Preliminary Target Values
  • QFD Exercise 3: Performing a Technical Evaluation (Product Benchmarking with Competitive Calculators)
  • Identifying and Addressing Interactions
  • Technical Difficulty and Program Risks
  • Exercise 4: Considering Interactions, Risks, Importance Ratings, & Other Factors for Development
  • Steps to Finalize Product Planning
  • Exercise 5: Analyzing the Product Planning Matrix and Establishing Target Values
  • Creating and Overall Requirements of Specifications Document from the Product Planning Matrix
  • Identify Other Basic Functions – Function Analysis

4. CONCEPT DEVELOPMENT

  • Concept Development
  • Concept Evaluation and Selection – Concept Selection Matrix
  • Concept Synthesis
  • Case Study – Concept Development and Selection
  • Exercise 6: Develop & Select Product Concept

4. SUBSYSTEM/PART DEPLOYMENT

  • The Flow of Product Development Activities and Preparation of the Deployment Matrix
  • Exercise 7: Deploy Design Requirements (Time Permitting)
  • Determining Critical Assembly/Part Characteristics
  • Exercise 8: Determine Critical Part Characteristics, Relationships, Importance Ratings & Target Values Time Permitting

5. PROCESS & PRODUCTION PLANNING

  • Deploy Selected Part Characteristics
  • Evaluate & Select Process Approach
  • Determine Process Relationships & Critical Process Parameters
  • Establish Quality Control and Process Control Parameters

6. QFD FRAMEWORK AND PROCESS

  • QFD and the Product Development Process
  • Planning a QFD Project
  • Avoiding Pitfalls with QFD
  • Summary and Questions and Answers